How to use Google Analytics to analyze website traffic by browser and operating system

Author:

Google Analytics is a powerful tool that provides in-depth insights into your website’s traffic, helping you understand your audience better and make informed decisions to enhance user experience. One of the key features of Google Analytics is the ability to analyze website traffic by browser and operating system (OS). This analysis can be particularly useful for identifying technical issues, optimizing site performance, and tailoring content to different user segments. Here’s a comprehensive guide on how to use Google Analytics to analyze website traffic by browser and operating system.

1. Setting Up Google Analytics

Before diving into the analysis, you need to ensure that Google Analytics is correctly set up on your website. Here are the basic steps:

  1. Create a Google Analytics Account:
    • Go to the Google Analytics website.
    • Sign in with your Google account or create a new one.
    • Follow the prompts to set up a new account and property for your website.
  2. Install the Tracking Code:
    • Google Analytics will provide you with a tracking code (JavaScript snippet).
    • Insert this code into the header of your website’s HTML. This ensures that every page on your site is tracked.
  3. Verify the Installation:
    • Use the Real-Time report in Google Analytics to verify that data is being collected correctly. You should see active users on your site if everything is set up properly.

2. Navigating to the Browser & OS Report

Once your Google Analytics account is set up and collecting data, you can navigate to the report that shows website traffic by browser and operating system:

  1. Open Google Analytics:
    • Sign in to your Google Analytics account.
    • Select the property (website) you want to analyze.
  2. Access the Audience Report:
    • In the left-hand sidebar, navigate to Audience.
    • Under Audience, select Technology.
    • You will see two main options: Browser & OS and Network. Click on Browser & OS.

3. Understanding the Browser & OS Report

The Browser & OS report provides detailed information about the browsers and operating systems used by your website visitors. Here’s how to interpret the key components of this report:

  1. Primary Dimensions:
    • The default primary dimension is Browser, which lists all the browsers used to access your website (e.g., Chrome, Firefox, Safari).
    • You can switch the primary dimension to Operating System to see the OS (e.g., Windows, Mac, Android) used by your visitors.
  2. Metrics:
    • Users: The number of unique users who visited your site.
    • Sessions: The number of sessions initiated by all users.
    • Bounce Rate: The percentage of single-page sessions in which there was no interaction with the page.
    • Pages/Session: The average number of pages viewed during a session.
    • Average Session Duration: The average length of a session.
    • Conversion Rate: The percentage of sessions that resulted in a goal conversion (if goals are set up).
  3. Secondary Dimensions:
    • You can add a secondary dimension to the report for more granular insights. For example, you might add Device Category to see how browser usage differs between desktop, mobile, and tablet users.

4. Analyzing the Data

With the Browser & OS report open, you can start analyzing the data to uncover valuable insights:

  1. Identify Popular Browsers and Operating Systems:
    • Look for the most commonly used browsers and operating systems. This information can guide you in optimizing your website for the most popular platforms.
  2. Compare Performance Metrics:
    • Compare key metrics like bounce rate, average session duration, and conversion rate across different browsers and operating systems. This can help you identify any performance issues or user experience differences.
  3. Identify Technical Issues:
    • High bounce rates or low average session durations on specific browsers or operating systems may indicate technical issues, such as compatibility problems or slow load times. Investigate and address these issues to improve user experience.
  4. Segment Your Audience:
    • Use advanced segments to analyze traffic from specific browsers or operating systems in more detail. For example, create a segment for mobile users on iOS to see how their behavior differs from Android users.

5. Taking Action Based on Insights

The ultimate goal of analyzing website traffic by browser and operating system is to make informed decisions that enhance user experience and drive business outcomes. Here are some actionable steps you can take based on your analysis:

  1. Optimize for Popular Browsers and Operating Systems:
    • Ensure that your website is fully compatible with the most commonly used browsers and operating systems. Test your site on these platforms regularly to catch any issues early.
  2. Improve Site Performance:
    • If you notice that certain browsers or operating systems have higher bounce rates or lower session durations, investigate potential performance issues. Optimize your site’s load time, ensure responsive design, and fix any bugs.
  3. Tailor Content to User Segments:
    • Use the insights to tailor content and marketing strategies to different user segments. For example, if a significant portion of your traffic comes from mobile users on iOS, consider creating mobile-specific content or promotions.
  4. Set Up Alerts and Goals:
    • Set up custom alerts in Google Analytics to notify you of significant changes in browser or OS traffic patterns. Additionally, set up goals to track conversions and measure the impact of any changes you make.

6. Advanced Analysis Techniques

For more advanced analysis, consider using the following techniques:

  1. Custom Reports:
    • Create custom reports in Google Analytics to focus on specific metrics or dimensions that are most relevant to your business. For example, create a custom report that shows conversion rates by browser and operating system.
  2. Data Visualization:
    • Use Google Data Studio to create interactive dashboards that visualize your browser and OS data. This can make it easier to spot trends and share insights with your team.
  3. Integrate with Other Tools:
    • Integrate Google Analytics with other tools like Google Tag Manager, Google Optimize, and heatmap tools to gain deeper insights into user behavior and run A/B tests to improve site performance.

Conclusion

Analyzing website traffic by browser and operating system in Google Analytics provides valuable insights that can help you optimize your site, improve user experience, and drive business outcomes. By understanding which browsers and operating systems your visitors use, and how they interact with your site, you can make data-driven decisions to enhance your website’s performance. Regularly review these insights, take action on the findings, and continually optimize your site to meet the needs of your diverse audience